Tiffany’s is a club that started
operating 2 years ago in Madrid. They have used a very effective promotional
strategy to position its product as one of the most recognized clubs in Madrid,
among the 18-25 year old trendy and posh segment of Madrid.
On September 22nd evening I was
passing just in front of Tiffany’s and I got such a surprise, the entrance of
the place was packed with very young and well-dressed people between the ages
of 14-18 trying to get inside. Consequently, I asked myself some questions,
such as: how did the club attract so many people? How did it gather together
such a homogeneous group in the same place at the same time? And what promotional channel the business
used to attract this segment?
To start with,
I identified that the best promotional channel to boost this kind of events was
through social media platforms, mainly because its customer base is full of
youngster and it can be used as a hyper targeted promotional method. Therefore,
I made a research on Facebook and Tuenti and to my amazement the night club did
not have any presence on these channels. Afterwards, I checked Twitter only to
verify that they were not using this tool. I thought that people interested on
micro blogging was an older audience with the aim of being up to date in real
time about news and businesses. Thus to my surprise Tiffany’s was using Twitter
as its main promotional method to attract its target
segment to its business.
The club follow up around
2.000 people and 1.400 people follow it.
Henceforth
Tiffany’s in order to implement its promotional campaign identified its target
segment very well (i.e. students from the best schools of the city). The next
step was to attract some students from these schools to become PR
representatives of the club. Afterwards, they did on Twitter a massive
follow-up of the representative’s friends and students from these schools. Also,
during this process mentioned above the club start publishing content that was
appealing to potential customers and make a clear call to action. Tiffany’s
still after the launching effect still publish interesting facts and
information of future events to retain its customers and create a loyal
customer base. If important to highlight the fact that any company that invest
in social media platforms should be completely confident of its efficiency
because is a long term commitment, customer’s relationship is not build for one
day to another. It needs time to manage and create appealing content and firms
should be consistent in their communication and in keeping the relationship
going with consumers.
The launching
event attracted more than 2.000 youngsters. Therefore, this is a very good
example of how to promote an event through social media platforms. With the use
of hyper targeted techniques and a good mix of the appropriate advertising and
promotion with the aim of connecting with its target market. This case shows
the potential of using social media for businesses, not only as a tool to
create awareness among its audience. Whereas to increase its numbers of
potential customers and consequently translate this investment into sales.
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